ABSTRACT
Chapter 8 examines the second step of the Integrated Digital Marketing (IDM) Strategic Model, how to Convey and Augment the organization's brand message. A well-implemented IDM strategy leverages digital content media to efficiently Convey the organization's brand message, product and service information, expertise, and creativity throughout its website, social, and mobile channels. It then uses organic and paid search and social channels to Augment the organization's brand message and content effectively. The first tactic is content marketing. Effective content marketing reflects the organization's goals while meeting its target audience's expectations, wants, and needs. Content marketing tools include blogging, premium content, multimedia content, editorial calendar, newsjacking, smart content, and branded content. The second tactic is social media marketing and includes a detailed analysis of each of the top ten social media platforms: Facebook, YouTube, WhatsApp, Instagram, WeChat, TikTok, Snapchat, Twitter, Pinterest, and LinkedIn. The third tactic is search engine optimization (SEO) and a review of popular on-page and off-page SEO techniques. On-page SEO tools include keyword optimization, structured data, HTML, and schema markup. Off-page SEO tools include link building, inbound links, link equity, and domain authority. The third tactic is paid search advertising, which includes tools such as Google Ad Rank, pay-per-click (PPC), ad retargeting and remarketing, demand-side and supply-side platforms, programmatic advertising, and real-time bidding.
